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Marketing Orientation

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The following assignment will critically appraise what is meant by a Marketing Orientation and whether this is a successful model in todays’ marketing industry.
Marketing is the actions undertaken by a business to sell products or provide services to consumers. Marketing encompasses every way in which consumers perceive business and includes all methods used to generate sales. As suggested by Peter Vessenes (2003:30),
‘’Cash may be king, but marketing is everything’’.
Marketing can be defined in many ways however one of the most predominant definitions used today is:
‘’ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’’ ( Kotler et al.,1999; Addock et al 2001)
Marketing is in summary, all the activities used in negotiating the passing of goods and services between the producers and consumers. The concept of marketing has evolved over time. Businesses orientate their marketing strategies around different components. Whilst in today’s business world the marketing orientation is most the most favourable method of marketing this has not always been the case and is still not the only orientation used. Generally speaking the marketing orientation is viewed as having evolved from three prior developmental orientations therefore it is worth considering each type of orientation which has been prominent previously.
To begin there was the Production orientation. The focus of this orientation is to mass produce at a low-cost as suggested by Addock, et al (2001:16). A well-known example of Product Orientation is the Ford Motor Company. Henry Ford developed the Model T Ford; this at the time of production was a relatively inexpensive form of auto motor. This product was mass produced so that the production costs could be reduced enabling it to be more

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